A professional knows how to:

• Establish rapport with respondents in an environment of respect
• Probe beyond rationalizations to uncover genuine motivations
• Interpret and build on what they hear
• Maintain flexibility in guiding the discussion while keeping the objectives in mind
• “Turn on a dime” – adapt their approach when new/unexpected issues and insights arise
• Manage the energy level and personality dynamics of the discussion for maximum participation
• Ask questions without biasing or leading respondents

A professional is prepared for challenging situations – and is able to:

• Effectively handle “over-talkers” and non-talkers
• Keep unexpected issues from sabotaging the discussion
• Probe contradictions that don’t “ring true”
• Handle sensitive topics with diplomacy
• Recognize problem respondents and act appropriately

A professional brings:

• Mastery of multiple techniques
• Experience in diverse disciplines
• Knowledge about relevant trends in other categories and industries

A professional does more than just moderate, they are involved throughout the research process. They:

• Help clarify the objectives of the research
• Recommend approaches for the research design, methodology
• Maintain objectivity from the design stage through final analysis
• Stay focused on clients’ business issues so the research findings are relevant and actionable
• Build a positive working relationship with clients

A professional ensures high standards by:

• Protecting client confidentiality
• Protecting respondent confidentiality and anonymity
• Staying committed to non-discriminatory recruiting of research participants
• Being considerate and respectful of respondents

For the complete white paper published by the QRCA copy the following URL into your browser.          http://www.qrca.org/associations/6379/files/15_Why_Hire.pdf